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I Believe the Future of Brand Communications is

Efforts to exert control are all around us but with disruptive forces on the rise, fueled by technology, control isn’t as dependable as it was. Brands are feeling the effects of these forces and are responding with greater focus on customer understanding, service and the entire end-to-end experience they deliver. Expectations of this approach are high and getting it wrong can be a humiliatingly public disaster. This paper proposes that considering these new-found pressures, the future success of brand communications depends on those CMOs and marketing teams who can nurture a softer and more sustainable alternative to control, namely, influence.